by Nicolás de Salas · LID Editorial Empresarial, S.L. · tapa blanda · ISBN 9788416624386
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«Brand Soul» is Nicolás de Salas's essay on brands and communication, published by LID Editorial Empresarial in paperback (203 pages, in Spanish).
The book applies an anthropological perspective to brands: it proposes identifying human traits such as personality or maturity to create close, empathetic narratives that connect with consumers. It includes examples of corporate reinvention and keys to building a brand with emotional ties, from people's hearts to the soul of brands.
It belongs to the Acción Empresarial collection, in its first edition, and includes a prologue by Javier Sánchez Lamelas, Vice President of Marketing in Europe at Coca-Cola.
For marketing, communication and branding professionals interested in strategies that make brands more human and relatable.
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